So, the consumer shall now experience Tata.Cars . New font. New colours. Definitely new flooring, furniture and fixtures too. Very interesting exercise. There must have been solid logic behind the same, with some heart too added for flavour. Do I like it? Too early to comment. Do I dislike it? Too early, once again. Branding, and rebranding, is a funny creature. There’s fur and then there’s flesh. Initially, we get caught up with the fur – the very name, the font, the colour palette, the digital renditions, the landing page of the website, the look of the social media handles and so on. Over time, we get to get down to the flesh. The behaviour. The response time. The availability of spares. The RSA. The cleanliness of the service bay. The timely reminders. The smiles and scowls. My brand strategy guru, Wally Olins, taught me that the brand is beyond all the fur. It lives in the flesh. “The brand, Avik, is the promise of an experience delivered consistently, over time.” This is what he...